Evolving the online customer experience … is there a role for online customer support?

This paper advances our theoretical understanding with regard to the online customer experience in a utilitarian context. The aim of this research is to understand if there is a need for online customer support during search for information and services on business support websites. In contrast to previous studies highlighting time distortion as part of the optimal customer experience, the findings of this research illustrate that customers are time conscious during a utilitarian search with the perceived length of time spent on the website influencing the customer experience. Additionally, the perceived length of time spent on the website influences the need to seek online customer support. The outcomes of customers requiring online customer support in relation to the customer experience have been established. The findings provide key managerial implications for economic development agencies and online business support providers on the requirement of online customer support and insight into the time conscious nature of customers in relation to the online customer experience.